Mobile is profoundly changing the advertising landscape as it overtakes desktop as the internet’s preferred platform. A recent article from eMarketer.com backed this claim when it forecasted a 75% global spend increase for mobile advertising in 2014. Other estimates project as high as a whopping $41.9 billion increase by 2017.
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With these trends in mind, it’s more important than ever that publishers learn the nuances of mobile ad optimization. There is no definitive standard for mobile ad optimization, as all ad optimization is dynamic and fluid. However, what we will provide here are some best practices to help you create the best out of your revenue streams and still get the best user experience.
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Our first tip is to target ‘mobile’ ad networks that specialize and focus on mobile ads. These networks often offer good CPM flat rates. We suggest you do some research to find the best ones to suit your mobile inventory. While Google Ad exchange and Adsense tags do better than any ad network for desktop, they are not as effective for mobile ads.
Because not all mobile ad networks fill at 100%, we suggest running several networks head-to-head so that they can both compete against one another and fill 100% of your inventory. Having several ad networks running your mobile ads can bring you close to full fill as possible.
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It’s important to understand what numbers you’ll be looking into and what kind of performance you are expecting from mobile ad networks. The following is a list of some of the most important metrics to research when determining which ad networks to work with:
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Some ad networks only serve ads to specific geographic regions. It’s best to talk to your ad rep and have them determine the best performing geographies. Set your frequency caps for those ad networks that you still want to be tested before sending them all your traffic.
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Here are some additional tips we suggest:
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Three pertinent factors to consider: Your ad networks’ set up, the numbers and revenue and of course, the best user experience you can provide.
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